{"id":293790,"date":"2012-02-14T01:00:00","date_gmt":"2012-02-14T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-franchise-alimentaire-met-en-avant-sa-premiere-marque-paturages"},"modified":"2012-02-14T01:00:00","modified_gmt":"2012-02-14T00:00:00","slug":"la-franchise-alimentaire-met-en-avant-sa-premiere-marque-paturages","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-franchise-alimentaire-met-en-avant-sa-premiere-marque-paturages","title":{"rendered":"La franchise alimentaire met en avant sa premi\u00e8re marque P\u00e2turages"},"content":{"rendered":"
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Depuis plusieurs mois, tous les laits \u00e0 la marque P\u00e2turages affichent sur leurs emballages la provenance du lait qui les compose, via la mention : \u00ab Lait 100 % fran\u00e7ais \u00bb. <\/p>\n

A partir de mars 2012, d’autres produits de la marque P\u00e2turages (yaourts, fromages blanc, petits suisses) l’afficheront aussi. En effet le lait utilis\u00e9 dans la fabrication de ces produits est collect\u00e9 aupr\u00e8s d’\u00e9leveurs laitiers des r\u00e9gions de France.<\/p>\n

Cette d\u00e9marche, engag\u00e9e depuis plusieurs ann\u00e9es d\u00e9j\u00e0, est maintenant clairement affich\u00e9e sur les packs, r\u00e9pondant ainsi aux attentes de transparence des consommateurs <\/strong>en mati\u00e8re d’origine des mati\u00e8res premi\u00e8res<\/strong>. Elle contribue aussi \u00e0 la valorisation de la fili\u00e8re laiti\u00e8re fran\u00e7aise.<\/p>\n

Premi\u00e8re marque de la franchise Intermarch\u00e9<\/strong> avec plus de 700 M\u20ac de chiffre d’affaires, P\u00e2turages et ses gammes sont en train d’\u00eatre revus : am\u00e9lioration de la qualit\u00e9 nutritionnelle des recettes, nouveau logo, nouvelle identit\u00e9 visuelle, clarification de l’offre, indication de la provenance du lait P\u00e2turages dispose ainsi de tous les atouts pour porter haut et fort les valeurs de l’enseigne :
la transparence, la proximit\u00e9 et l’ancrage local.<\/p>\n

\u00abIntermarch\u00e9 capitalise sur la notori\u00e9t\u00e9 de sa marque P\u00e2turages, qui a 40 ans d’existence, sur son expertise de distributeur-producteur et continue \u00e0 afficher son implication aupr\u00e8s des \u00e9leveurs laitiers. Une mesure qui s’inscrit dans la continuit\u00e9 des engagements pris depuis toujours par les Mousquetaires en faveur des producteurs locaux.\u00bb <\/em>Jean-Baptiste Berdeaux, adh\u00e9rent, responsable groupe Frais Laitier. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La franchise Intermarch\u00e9 s’engage aupr\u00e8s des \u00e9leveurs laitiers<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Depuis toujours, la franchise alimentaire Intermarch\u00e9 s’engage \u00e0 valoriser la fili\u00e8re laiti\u00e8re au travers de nombreuses initiatives. Ainsi les Mousquetaires sont propri\u00e9taires, depuis 1990, de leur propre laiterie \u00e0 Saint-P\u00e8re-en-Retz en Loire-Atlantique. Celle-ci a conclu des partenariats durables avec pr\u00e8s de 400 producteurs de lait.
En mai 2009, Intermarch\u00e9 a sign\u00e9 la Charte de Confiance \u00e9labor\u00e9e par la F\u00e9d\u00e9ration Nationale des Syndicats d’Exploitants Agricoles du Nord-Pas-de-Calais
Aujourd’hui, Intermarch\u00e9 officialise son engagement et ne commercialise que du lait garanti 100 % fran\u00e7ais \u00e0 sa marque P\u00e2turages et l’affiche sur ses produits. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Une nouvelle identit\u00e9, fid\u00e8le aux valeurs qui ont fait le succ\u00e8s de P\u00e2turages <\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Avec un chiffre d’affaires de plus de 700 M\u20ac<\/strong> et 400 r\u00e9f\u00e9rences, P\u00e2turages est la premi\u00e8re marque d’Intermarch\u00e9. Cette ann\u00e9e, P\u00e2turages \u00e9volue afin de r\u00e9affirmer ses valeurs de naturalit\u00e9<\/strong>, d’authenticit\u00e9<\/strong> et de proximit\u00e9<\/strong>, valeurs qui ont fait son succ\u00e8s aupr\u00e8s de ses consommateurs.
Ainsi, en plus de privil\u00e9gier l’approvisionnement fran\u00e7ais, P\u00e2turages a revu certaines recettes pour \u00eatre sans conservateur, sans colorant artificiel, sans ar\u00f4mes artificiels, sans huile de palme ou sans sirop de glucose-fructose. P\u00e2turages est \u00e9galement engag\u00e9 dans la pr\u00e9servation de l’environnement via la r\u00e9duction de ses emballages.<\/p>\n

\u00ab Afin de rendre ces valeurs plus perceptibles aux yeux des consommateurs, P\u00e2turages adopte une nouvelle identit\u00e9 visuelle.<\/em> \u00bb Anne Saintemarie, adh\u00e9rente, responsable marketing marques propres.<\/p>\n

Les premiers produits seront disponibles en point de vente \u00e0 partir de mars 2012 et cette arriv\u00e9e sera soutenue par un plan de communication en points de vente avec 2 messages diff\u00e9rents.
Le premier afin d’informer nos consommateurs du changement d’identit\u00e9 et le second afin de pr\u00e9senter notre engagement aupr\u00e8s de la fili\u00e8re lait et notre approvisionnement en lait fran\u00e7ais. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Depuis plusieurs mois, tous les laits \u00e0 la marque P\u00e2turages affichent sur leurs emballages la provenance du lait qui les compose, via la mention : \u00ab Lait 100 % fran\u00e7ais \u00bb. A partir de mars 2012, d’autres produits de la marque P\u00e2turages (yaourts, fromages blanc, petits suisses) l’afficheront aussi. En effet le lait utilis\u00e9 dans 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